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CEO echo in May 2023: 3% more mentions of DAX and MDAX managers
Last month, the .companion metrics bot found 3% more CEO mentions than the average of recent months. Overall, 66% of CEO Echo was generated by online editorial content, while social media accounted for 34%. Overall, CEO Echo content activated its readers 90% less in May than previously.
59% of mentions of all DAX/MDAX CEOs took place in the context of financial news. In contrast, 41% had a content context more suitable for setting themes and influencing reputations. Overall, the digital media response to the top appointees had a very strong coloration, with similar amounts of positive and negative tone.
Footprint: Björn Gulden (Adidas) dominates 21% of total CEO echo
What share of the total CEO footprint does a DAX/MDAX CEO have, whether voluntarily or involuntarily? The CEO footprint answers this question.
In May, Björn Gulden (Adidas) received the most media attention. He had a Share of Voice of 21% and thus the largest footprint of all board members. In second and third place this month were Dr. Mathias Döpfner (Springer) with 14% and Carsten Spohr (Lufthansa) with 8% share of all mentions. Gulden's echo did not take place in the financial context with 17% and was thus below average for setting topics and content. The Adidas CEO's echo came 61% from editorial media, 39% from social media. Content that mentioned Gulden generated 19 interactions per mention. This represents very strong reader activation (8th among all CEOs). In sum, Björn Gulden 's content mentions showed a very strong coloration with a tonality that was more often negative than positive. A corresponding image effect can be assumed.
Communication Excellence: Vonovia sets best content in editorial offices with Rolf Eberhard Buch
Good media relations aims to set topics and build reputation. This is best achieved through placement in articles that are not financial news and are published by editorial media. Our key performance indicator bot shows which DAX/MDAX companies succeed in doing this with the Communication Excellence ranking.
In May, Rolf Eberhard Buch (Vonovia) was ranked first. Before the paywall, 50% of his digital echo had a content context beyond business figures. His content showed 133 interactions per mention, which corresponds to a very strong reader activation. In addition, the texts had a very strong tonality with significantly more negative than positive colorations. As a result, the response to Vonovia's boss scored 3.4 points. Guillaume Faury (Airbus) follows in second and third place in Communication Excellence with 1.7 points and Daniel Grieder (Hugo Boss) with 1.5 points.
Social Excellence: Dr. Mathias Döpfner (Springer) with the best social media echo
"Social is not an end in itself. But if you want to have an impact on opinion leaders outside editorial departments (influencers) or on consumers and digital elites who are not easily reached by the mass media, you have to be mentioned as frequently and as effectively as possible in social media. The Social Excellence Index answers whether this is successful. Our metrics bot interprets the proportion of mentions in social media, the strength of reader activation, and their emotional coloring.
Last month, Dr. Mathias Döpfner (Springer) topped the ranking with 1.8 points. The Springer CEO's response was 91% "social," his reader activation rather average with 5 reactions to a mention; the tone of his mentions was 29% positive. He was thus ahead of runner-up Christoph Vilanek (Freenet) with 1.4 points and Martin Brudermüller (BASF) in third place with 1.1 points.
Responsibility Excellence: Guillaume Faury (Airbus) with best response on social responsibility
The .companion indicator bot also determines whether DAX/MDAX CEOs appear in the digital media echo as leaders in the context of the UN's sustainable development goals, i.e., in the context of social responsibility or climate and environmental protection, for example. Our Responsibility Index shows how well this has been achieved. For it, the KPI bot interprets only those mentions that took place in this topic context.
In May, Guillaume Faury (Airbus) saluted us from first place in the responsibility ranking. The Airbus CEO's response was 55% related to social responsibility topics. Here, his reader activation was 11, which corresponds to a strong interaction level. The tone was very strong, with significantly more positive sentiment than negative. Overall, Faury's Responsibility Index thus scored 1.9 points. Joachim Wenning (Munich Re) followed in second place with 1.8 points, and Dominik von Achten (Heidelberg Materials) in third place with 1.8 points.
Investor Excellence: Christian Sewing (Deutsche Bank) with best financial echo
CEO mentions in the context of balance sheet figures offer little scope for setting content-related accents, but are crucial for building investor confidence. In this environment, the metrics bot determines which CEOs were mentioned and how well, and forms an index for investor communication.
In May, the .companion indicator bot identified Deutsche Bank as the top communicator for investors: CEO Christian Sewing achieved the best score of 6.4. 74% of his mentions related to the financial environment. That's about as many as the average. His reader activation was very strong at 74.8, and the tone was very strong, with more positive sentiment than negative. He is followed in second and third place by Bert Habets (ProSiebenSat1 Media) with 2.2 and Björn Gulden (Adidas) with 1.8.
Source and method information:
Measurements are taken globally, with the help of the market-leading monitoring tool Meltwater. All content in German and English that is publicly accessible on websites, in forums and in social media is analyzed worldwide. The text and content of the CEO echo are generated fully automatically by the companion metrics bot.
Excellence Forum ranks the media visibility of CEOs in five categories:
(1) Digital Footprint shows the share of mentions of a CEO in the total mentions of all CEOs.
To calculate the excellence rankings, an index value is calculated for each CEO in each excellence category based on his or her performance in three equally weighted areas:
(a) the proportion of own mentions in the Excellence category
b) the proportion of positive mentions
c) the number of engagements to mentions in the category
(2) Investor Excellence refers to mentions in the context of business and financial content.
(3) Communication Excellence includes all mentions not assigned to Investor Excellence. They open up potential for further agenda setting.
(4) Responsibility Excellence is calculated additionally and is based on mentions in the area of CSR and sustainability.
(5) Social Excellence refers to the performance of mentions in social media (Twitter, forums, blogs, comments).